NOTE: NOTE: This two-day course is split over 3 weeks, with Day 2 held Online on 26 AUGUST
Course aim
This interactive two-day course looks at the art of persuasive writing and how it differs from informative writing such as press releases and briefing documents. Focusing on objective, readership, message and call to action, Mastering the Art of Copywriting provides you with skills and techniques to make your copy relevant, memorable and effective.
Who should attend?
All PR and Comms practitioners wanting to sharpen their copywriting skills. It’s particularly suitable for people who produce copy for news stories, blog posts, features, articles, internal communication, emailers, social media posts, advertorials, advertising copy and other promotional materials.
What to expect
- A highly participative course with individual feedback
- A lot of instant writing exercises to reduce procrastination and improve flow
- An Exercise between day one and day two to put the learning into practice
Course objectives
Participation on the course will provide you with the knowledge to:
- Write copy for different platforms and purposes, including sales and marketing materials, websites, social media, emailers and other PR documents outside traditional press releases
- Use the '7-stage' technique to write clear, succinct copy that interests and engages the reader from start to finish
- Focus on benefits rather than features and make your copy more relevant to your target audience
- Select the right template, such as the Inverted Pyramid and AIDA, to get started quickly and structure your copy effectively
- Make your headlines and sub-headings work harder for you
- Turn 500 words of waffle into 50 words of magic
- Recognise and use Plain English to its best effect
- Use AI and other digital tools to help generate ideas, improve output and sense-check your writing
Interested in running this course just for your team? Get in touch with us at [email protected] to arrange a bespoke or in-house session or Request a quote